We’re living in a competitive world. This means lots of people are building products and shipping new things, every day. You can set yourself and your product apart by tackling hard problems. By definition, few people are able to solve the difficult things, otherwise it would not be difficult.
Few people have it in them to follow trough and figure out a way to solve a complex problem. Lots of people have small online stores, few can handle the difficulty of selling everything (Amazon). There are lots of solutions to watch video online, few have deals with large studios to offer a really compelling deal (Netflix). Lots have tried to build a solution to revolutionize payments, few have been able to really crack it (Apple, PayPal). The list goes on.
Tackle hard problems, set yourself apart.